The Deep Specialization™️ Podcast

"The commitment to specialization gives clarity and perspective, leading to higher conversion rates and client trust." – Vlad Mkrtumyan, CEO of Restoration Inbound Today’s guest may have started as a general agency founder, but since niching down and taking a vertical approach, his team has helped one of their client’s achieve an increase of over $1M in new revenue. Meet Vlad Mkrtumyan, CEO of Restoration Inbound, a top-tier lead generation and SEO agency exclusively designed for mold remediation companies seeking growth and success. With a deep understanding of their industry’s unique challenges and opportunities, their team harnesses the power of digital marketing to connect restoration businesses with potential clients. So, how do you go from generalist to specialist? If you’re in the process of finding your niche and don’t know what steps to take next, this episode will give you the steps you need. Vlad emphasizes the importance of attending conferences, enjoying the learning process, and the role of software in their agency. He also highlights the balance of not immediately "boxing yourself in" but doing so over time, with examples of what that means. Tune in for expert insights on how to find your niche and become the specialist you know you can be.   Here’s what we cover in this episode: - Vlad’s growth journey from starting as a general agency to niching down to restoration marketing. - How becoming a specialist in a specific niche enables you to build deeper relationships with clients and give them better results. - The major benefits of leveraging referrals, networking, and building a board of advisors. - AI in marketing: How agencies can leverage it to help their clients implement AI tools.   Here are some actionable key takeaways for agency founders: - Networking and building a board of advisors are crucial for success in a niche market. - Focusing on high-margin industries can lead to greater profitability. - Attending conferences gives insight into the industry, but it’s shadowing the potential niche that can really bring it more to life and help you to see first-hand if it’s right for you. - Enjoying the learning process and becoming a master in the niche is a sign that the specialization is the right fit. - If you’re still trying to figure out your niche, keep testing and trying! You’ll find it.   The resources mentioned in this episode are: - Connect with Vlad on LinkedIn here- Check out Restoration Inbound here 👍If you liked this episode, please rate and review us on Apple Podcasts, and be sure to hit the subscribe button! 🔔   😩 Feeling stuck trying to stand out in a noisy market? I’d love to give you my free crash course that will help you go from “just another generalist” to a go-to expert people seek out. In just a few short days, you’ll learn how to position yourself with clarity, authority, and focus. ➡️ Sign up here: deepspecializationcourse.com

"The audiences of niche podcasts are so much more engaged than some of these really big shows.” – Angie Trueblood, Founder of The Podwize Group Our guest’s founding moment might have originated by chance, but what followed was pure talent, and certainly, a knack for sales and pitching. Meet Angie Trueblood, Founder of The Podwize Group, a company that connects business owners and podcast hosts with other hosts who serve an aligned audience in their vertical. What started as a discovery of a niche within the podcasting space has now evolved into a sprawling business of consulting and training other agencies on the art of pitching in the B2B space. If you’ve ever been curious about starring as a guest on a podcast in your vertical, this episode is a must-listen. And while Angie stresses that, spoiler alert, there’s no such thing as a template for a perfect pitch, she will share her approach on connecting with the host to get the outcome you’re looking for. Tune into learn about what a great guest is made of, how to craft a high-performing pitch, and all the work and processes you need to follow to secure lucrative guest slots on vertical podcasts.   Here’s what we cover in this episode: - Angie's progression from freelancing in 2017 to building a successful podcast guesting agency. - How joining podcasts as a guest speaker can boost business visibility and sales. - What it takes to get placed as a podcast and deliver a great episode. - How to convert podcast appearances into revenue opportunities.   Here are some actionable key takeaways for agency founders: - Guesting on shows in your vertical can help you test the waters in a new niche. - A great podcast guest makes the listeners feel like they’re part of the conversation.  - Sometimes, you need to get creative to make a compelling pitch, and lean on personality and creative topics to secure a podcast slot. - Pick three verticals to pitch yourself as a podcast guest to test waters.   The resources mentioned in this episode are: - Connect with Angie on LinkedIn Here- Check out The Podwize Group Here 👍If you liked this episode, please rate and review us on Apple Podcasts, and be sure to hit the subscribe button! 🔔   😩 Feeling stuck trying to stand out in a noisy market? I’d love to give you my free crash course that will help you go from “just another generalist” to a go-to expert people seek out. In just a few short days, you’ll learn how to position yourself with clarity, authority, and focus. ➡️ Sign up here: deepspecializationcourse.com

"We get new clients by showcasing the wins that we do have and the return on investment that brands are getting.” – David Glaza, Founder/CEO of DIGITS Agency Retail media is a $54B a year industry, so as a niche, it’s extremely lucrative. Today’s guest saw an opportunity after fourteen years working at Target, and never looked back. This week, we welcome David Glaza to the show. He is the founder and CEO of DIGITS Agency, an independent retail media agency that, like Target, is based in Minneapolis. Today, the eight year old agency has some fifteen employees, focusing solely on helping brands effectively market their products to Target shoppers. David discusses the sprawling journey from a one person operation to an actual agency with employees, how they’re attracting new clients through laser-sharp specialization, and resisting the urge to be everything for everyone. Corey and David also touch topics like hiring, leadership, and how challenges change as you grow in size and revenue.   Here’s what we cover in this episode: - Going from a Target careerist to an entrepreneur. - Digits’ key areas of specialization, how they attract new business, and best-performing marketing channels. - How Covid propelled digital retail marketing. - Leadership lessons as an agency founder.   Here are some actionable key takeaways for agency founders: - Looking to venture out on your own? Build a list of people already in your network you could potentially sell or talk to. - Showing ROI through existing client work is paramount in new business acquisition. - Think about areas that might not be the largest revenue drivers today but might have explosive growth potential later on. - The best candidates to hire are the ones that are already in your circle.   The resources mentioned in this episode are: - Connect with David on LinkedIn Here- Check out Digits Here 👍If you liked this episode, please rate and review us on Apple Podcasts, and be sure to hit the subscribe button! 🔔   😩 Feeling stuck trying to stand out in a noisy market? I’d love to give you my free crash course that will help you go from “just another generalist” to a go-to expert people seek out. In just a few short days, you’ll learn how to position yourself with clarity, authority, and focus. ➡️ Sign up here: deepspecializationcourse.com

Episode: 17 Chapter Seventeen of Anyone, Not Everyone encourages agency owners to embark on their journey towards vertical market specialization, emphasizing that existing clients are likely to remain supportive during this transition. It clarifies that specializing in a vertical market is not a magical solution but a strategic step that requires solid business fundamentals and can serve as a foundation for future expansion or diversification. The chapter motivates agency owners to start the specialization process, addressing concerns like imposter syndrome and underscoring the continuous learning and adaptation required for success in a chosen vertical. Reminder that this is a chapter in Corey Quinn’s book, Anyone, Not Everyone. Over the next few weeks, we'll be releasing a few chapters at a time so that you can escape founder-led sales. If you want to read or listen to the entire book today, then visit www.AnyoneNotEveryone.com and pick up a copy.

"One of the things that we do best across all of our product categories is talk to niche audiences.” – Josslynne Welch, President at Litzky Public Relations Public relations is a fast-moving industry, yet today’s guest has successfully stayed ahead of the news cycle for close to three decades. Meet Josslynne Welch; Today, she sits at the helm of the communications agency Litzky Public Relations, a company she joined some 26 years ago. The agency specializes in toy companies, publishing, and entertainment, and runs with a small 15-person team that comprises account, strategy, and creative services. And, according to Josslynne, it’s their nimbleness that allows LPR to execute fast to connect the dots between culture, trends, and their clients. In essence, what sets LPR apart is their deep specialization in their industry, how they show up through initiatives like The Love Litzky Grant, and their policy of running a tight ship. They only work with the right fit, both vertically, and personality-wise. Together, Corey and Josslynne cover topics like culture building and retention, keeping your teams motivated, hiring for specialty versus skills, the importance of peer perspectives in agency leadership, and more.   Here’s what we cover in this episode: - Josslynne’s three decades running a PR agency. - Verticalization and expansion of your existing niche. - PR best practices from strategy to tactics. - Leadership lessons from culture to team retention and giving back.   Here are some actionable key takeaways for agency founders: - A niche focus doesn't mean dull; Seek variety within your area of specialization. - Be opportunistic about trends in your niche to shape the news. - Leadership can be lonely, make sure to tap into peer networks to connect with fellow agency leaders. - You can’t fake caring. Show up for your industry in tangible ways.   The resources mentioned in this episode are: - Connect with Josslynne on LinkedIn Here- Check out Litzky PR Here 👍If you liked this episode, please rate and review us on Apple Podcasts, and be sure to hit the subscribe button! 🔔   😩 Feeling stuck trying to stand out in a noisy market? I’d love to give you my free crash course that will help you go from “just another generalist” to a go-to expert people seek out. In just a few short days, you’ll learn how to position yourself with clarity, authority, and focus. ➡️ Sign up here: deepspecializationcourse.com

Episode: 16 Chapter Sixteen of Anyone, Not Everyone outlines the importance of the agency founder in leading the transition to vertical market specialization, emphasizing that early successes can be achieved with the existing team. It advises agency owners to deeply understand their chosen vertical market, embodying the values and knowledge that will inspire and guide the team. The chapter also details functional skills required for each strategy phase, suggesting the use of internal resources first and contracting as a secondary option, with an 18-24 month expectation to build vertical market expertise. Hiring a vertical-specific salesperson is recommended for accelerating sales and achieving better results in the long term. Reminder that this is a chapter in Corey Quinn’s book, Anyone, Not Everyone. Over the next few weeks, we'll be releasing a few chapters at a time so that you can escape founder-led sales. If you want to read or listen to the entire book today, then visit www.AnyoneNotEveryone.com and pick up a copy.

Peter Kang, Co-founder of Barrel Holdings, has two decades of experience in the digital agency landscape, focusing on Shopify and Webflow. He shares his unlikely transition from running a small web agency to building a thriving holding company. Peter discusses the crucial role of specialization and strategic partnerships, the challenges of market saturation, and how they innovated within their agency framework. He also highlights the impact of their 'Consumed and Created' newsletter, fostering creativity and thoughtful consumption.

Episode: 15 Chapter Fifteen of Anyone, Not Everyone discusses the significance of being on the "day one list" of vendors that buyers consider without prior research, achieved mainly through colleague recommendations, past experiences, and vendor websites. It emphasizes the importance of building a strong reputation within a vertical market community, akin to integrating into a village, through deliberate relationship-building with influential brands (tastemakers) and mavens. The chapter outlines strategies for engaging with tastemakers and mavens, participating in vertical associations, attending and hosting events, and being present at vertical-specific "watering holes" to foster trust and become the recommended go-to agency. Reminder that this is a chapter in Corey Quinn’s book, Anyone, Not Everyone. Over the next few weeks, we'll be releasing a few chapters at a time so that you can escape founder-led sales.  If you want to read or listen to the entire book today, then visit www.AnyoneNotEveryone.com and pick up a copy. 

John Jantsch, founder of Duct Tape Marketing, discusses the rise of fractional CMOs in the current market. He shares insights on running a repeatable framework, success stories of revenue growth, and signs indicating your business is ready for a fractional CMO. Topics include balancing scale, avoiding scope creep, and evaluating costs for the role.

Episode: 14 Chapter Fourteen of Anyone, Not Everyone highlights the power of vertical outbound sales and marketing strategies, stressing the importance of proactively reaching out to potential clients within a targeted vertical market. It introduces the concept of the Zone of Indifference, where the majority of clients are neither actively seeking nor strongly opposed to new services, and emphasizes the necessity of targeted, personalized outreach, using unique and memorable gifts (USI gifts) to make a warm and lasting impression. The chapter also notes common outbound mistakes and provides practical steps for effective outbound campaigns. Reminder that this is a chapter in Corey Quinn’s book, Anyone, Not Everyone. Over the next few weeks, we'll be releasing a few chapters at a time so that you can escape founder-led sales. If you want to read or listen to the entire book today, then visit www.AnyoneNotEveryone.com and pick up a copy.